Vie is a personalized fertility intelligence platform grounded in science and data. Founded in 2025 by former Harvard professor and reproductive epidemiologist Dr. Carmen Messerlian, Vie is built on a simple belief: fertility is not fixed, but a living system shaped by biology, lifestyle and environment. To translate that idea into a brand identity, Vie worked with Söderhavet on a system built to feel as responsive as the science behind it.

Vie means life, and the wordmark is designed to look like it is still becoming. The three letters are shaped and moulded into form, soft yet substantial, as if held mid-transformation. Rather than a fixed mark, the logotype reflects life as something ongoing and responsive rather than settled.

The identity draws its palette from sky, water, milk and wheat, avoiding clinical convention in favour of something grounded and optimistic. Typography follows the same duality as the science itself: a warm serif for storytelling paired with a precise sans serif for interface and data. Across the system, forms expand, divide and settle through a motion language modelled on biological behaviour, never fully static.

The service combines biomarker testing, lifestyle inputs and clinical research into a single, comprehensive view of reproductive health. At its centre is the Vie Score, a clear indicator of fertility readiness built from insights across key biological systems. By translating complex biological data into structured guidance, Vie helps individuals and couples understand what influences their fertility, and what steps might improve it.